Text

Pengaruh Diskon Flash Sale dan Live Shopping Terhadap Keputusan Pembelian Produk Skincare di Platform Shopee pada Generasi Milenial dan Gen Z

---

"This study aims to determine the effect of discounts, flash sales and live shopping on purchasing decisions for
skincare products on the Shopee platform for millennials and Gen Z in Riau Province. With the title ""The Effect of
Discounts, Flash Sales and Live Shopping on Purchasing Decisions for Skincare Products on the Shopee
Platform for Millennials and Gen Z"". This study uses a quantitative approach with the SEM-PLS analysis
technique. The sampling method used is probability sampling, namely simple random sampling, with data
collected through online questionnaires distributed via Google Forms to 100 active Shopee user respondents
from the millennial and Gen Z generations. The results of the study showed that discounts, flash sales and live
shopping had a significant positive effect with a P-Value value of less than 0.05, then based on the R-Square
value of 0.970, it showed that the variability of purchasing decisions. This means that the variables discount, flash
sales and live shopping have a significant positive effect. The results of this study are expected to provide insight
into the factors that influence purchasing decisions for skincare products on the Shopee platform, especially
among consumers, namely the millennial and Gen Z generations. "

---

Availability

Detail Information

Series Title

-

Call Number

-

Publisher

Bogor : Empiricism Journal., 2025

Collation

2745-7613

Language

Indonesia

ISBN/ISSN

NIM.2110101084

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 6, No 2, June 2025

Subject(s)

Purchase Decision
Discount
Flash Sale
Live Shopping
Millennials and Gen Z

Specific Detail Info

-

Statement of Responsibility

Dea Riyani ; Miftakhus Surur

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment